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Measuring customer satisfaction in electronic commerce: the impact of e-service quality and user experience

Xenia J. Mamakou (School of Business, Athens University of Economics and Business, Athens, Greece)
Panagiotis Zaharias (theUXProdigy, Athens, Greece)
Maria Milesi (School of Business, Athens University of Economics and Business, Athens, Greece)

International Journal of Quality & Reliability Management

ISSN: 0265-671X

Article publication date: 14 September 2023

Issue publication date: 15 February 2024

2360

Abstract

Purpose

The purpose of this study is to explore the interplay between electronic service quality, user experience (UX) and overall customer satisfaction. Additionally, it aims to assess the suitability of E-S-QUAL and UX metrics within the cultural context of Greece.

Design/methodology/approach

Data were collected from 310 Internet users based on their last online purchase from an e-retail website. To evaluate the conceptual model, the authors used partial least squares structural equation modeling (PLS-SEM).

Findings

The findings of this study validate the scales' reliability and validity in the realm of electronic commerce (e-commerce) in Greece. The findings also emphasize the favorable association between e-service quality and UX with overall satisfaction, while indicating that e-service quality plays a partial mediating role in the relationship between UX and customer satisfaction.

Originality/value

The authors' study enhances the existing theory by introducing a new multi-dimensional conceptual framework that illuminates the relative importance of the dimensions within the scales. Additionally, it offers valuable insights into the impacts of e-service quality and UX on overall satisfaction, providing managers and practitioners with a tool to evaluate the quality of their electronic services and make necessary adjustments to meet the needs of their customers.

Keywords

Acknowledgements

This research was supported by the facilities available at the Business Informatics Laboratory (BILab) at the Athens University of Economics and Business, Greece.

Citation

Mamakou, X.J., Zaharias, P. and Milesi, M. (2024), "Measuring customer satisfaction in electronic commerce: the impact of e-service quality and user experience", International Journal of Quality & Reliability Management, Vol. 41 No. 3, pp. 915-943. https://doi.org/10.1108/IJQRM-07-2021-0215

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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